Özet:

With increasing competition, developments in information and communication technologies and the influence of globalization, consumers are now becoming even more informed. Therefore, the importance and value of consumers for has increased considerably. The goods and services have continually begun to look like each other, and the options against the consumer have increased, so the have been forced to make a difference to be able to compete. This difference can also be made possible by understanding consumers, correctly satisfying their desires and needs, developing and offering them. That’s why they started to pay more attention to their practices. MY means the most general definition of the customer, learning what they want and according to the information they collect, providing goods and services in accordance with the customer's wishes and needs. Through the application, the database created and the customer's purchasing behavior information can also be used. For this purpose, the study has studied the concept and importance of the IU, the benefits, purposes and risks it has provided to, cultural, social, personal and psychological factors affecting consumer behavior, the relationship between consumer behavior and marketing strategy and the consumer’s purchase decision process. This study has been discussed in the banking sector how important the MY is, what advantages it provides to the banks. The research resulted in a survey study to determine the level of influence of MY applications on consumer preferences during individual loan use.

Anahtar Kelimeler: